Mercer County Office of Economic Development
Tourism Awareness Digital Campaign (May-October 2021)
Objective:
Working with the Mercer County Office of Economic Development to increase Mercer County tourism, develop a digital awareness campaign that will cost-effectively inform New Jersey families and individuals from varied backgrounds and socio-economic statuses who are interested in travel about reasons to visit Mercer County. The campaign focused on Mercer and nearby counties that included Hunterdon, Burlington, Middlesex, Monmouth, and Ocean. To prepare the website for the additional traffic driven by the campaign, the Positive Solutions team provided Mercer County with website usability enhancements and updated written and visual content to improve the user experience.
Results:
Created website and article copy as well as graphic design for campaign materials
Improved overall user experience on Mercer County website
Two 8-week Spring and Fall 2021 awareness campaigns included three sponsored content articles on NJ.com complimented by web and mobile digital display ads
384,065 Article Impressions with .30% Average Click Through Rate (CTR)
463,940 Display Ad Impressions with .08% Average CTR
Hyperlocal exposure: Over the course of the two campaigns in Spring and Fall, Mercer County’s sponsored content ran on NJ.com’s local news page indexes in Hunterdon, Burlington, Ocean, Mercer, Middlesex, Monmouth, Somerset, and Essex counties.
As the Agency of Record for 2021-2022 for the Mercer County Office of Economic Development, Positive Solutions is currently launching the County’s Summer 2022 video campaign as well as creating brand new videos for the 2023 tourism campaign.
